FTC Influencer Disclosure

FTC influencer disclosure concerns relationships that could affect the credibility of an endorsement, such as payment, free products, discounts, or certain business ties. Under the Federal Trade Commission’s endorsement guidance, a connection that viewers would not reasonably expect may need to be disclosed clearly and conspicuously. The actual context matters, including what the viewer sees and whether the message is an endorsement.

A home-improvement brand that pays a creator to praise its tools should not assume a buried hashtag or platform partnership switch alone satisfies every situation. FTC staff guidance emphasizes clear wording and prominent placement. For videos, disclosure in the description alone can be easy to miss; the endorsement itself may need an understandable disclosure. Brands also have responsibilities concerning the claims their endorsers make and how relationships are communicated.

There is no universally sufficient magic hashtag for every channel or audience. The business should document what was provided, brief creators on the relationship, check objective performance claims, and review posts for disclosures before release where feasible. This entry addresses U.S. advertising transparency, not copyright licensing, employment classification, or a blanket legal conclusion for every international campaign. Specific cases may require legal review.